Coca-Cola to fly 22 consumers to Brazil for World Cup

The Sun
Sunday, March 30, 2014

BRAZIL - Loyal consumers of premium non-alcoholic drink, Coca-Cola, are in for a jolly ride in this season of football.

Twenty-two of them will witness the 2014 World Cup live in Brazil, while several others stand the chance of carting away 44 55-inch TVs and Home Theatre systems, 66 Sony PlayStation 3, 15,000 branded jerseys, 20,000 branded footballs, 45,000 drawstring bags, and over 1 million free drinks.

Scheduled to run from March to July 2014, the FIFA World Cup campaign comprises of five phases to engage the consumers: The Qualifier Campaign, Anthem Seeding, National Consumer Promotion, a Shopper Promotion, and the Media Broadcast of the FIFA World Cup games live form Brazil.

Bolajoko Bayo-Ajayi, Marketing Manager, Colas for Coca-Cola Nigeria, described Coca-Cola as the ideal brand to connect consumers with the best global soccer entertainment. "As a FIFA partner, Coca-Cola, the world's happiest and most inclusive brand gives consumers the World's Cup. Coca-Cola has always been a fan of football, both internationally and here in Nigeria; we have been refreshing Nigerians and this is another platform to do what we do best," she said, adding, "This campaign is our way of inviting the consumers to participate and celebrate with the fans worldwide as they experience the Brazil World Cup."

The Qualifier Campaign plays up the various Fan Archetypes to the Nigerian football fans in a humorous way such that all consumers are able to identify with one so as to further enhance the FIFA World Cup experience during the match broadcast shows.